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As the women and men sashay down the catwalk, you can't help cheering in support. This is a grand fashion show, and it isn't happening in Delhi or Mumbai or Bangalore. The venue is Chandigarh, and the atmosphere is electric. The first Chandigarh Fashion Week has stalwart designers-Ritu Kumar, Pallavi Jaikishen, Bhairavi Jaikishen, Satya Paul, Arpan Vohra, Akhil & Nikhil and Charu Parashar-sharing space with local designers-Sonu Gandhi from Ludhiana, Babi from Chandigarh, jewellery designer Anmol from Chandigarh-on the ramp.

A genuine sense of achievement pervades backstage for quite a while after the show ends. The success of the event has led to it becoming an annual affair, and the state's fashion council is already working on the next one.

Punjab's stint with fashion did not begin recently. Amritsar-born Ritu Kumar, the oldest brand in the region, says, "Women here are individualistic, with a nice sense of colour and style. They are not easily swayed by new fashion trends and love to blend tradition with modernity." Looking at India as a continent and comparing Punjab, in terms of its size, to a country in Europe, Kumar feels that the region is ready to have its own fashion platform, with ensembles relating to the local climate and socio-economic norms.

Pallavi Jaikishen and Bhairavi Jaikishen's bridal collection was a huge hit at the Fashion Week. While in the region Bhairavi made a trip to Patiala just to see the traditional phulkari work made there. "We are looking at this beautiful traditional form as references in our future designs," she explains.

Sonu Gandhi

Satya Paul, another large brand, with four stores in the region and 25 years behind them, is the oldest entrant. Satya Paul's Puneet Nanda says, "Punjabis, as a community, are perhaps the most elegant people in India. The women are beautiful and love to experiment with clothes." The brand has sourced woollens from Punjab and looks at the region as an integral part of the industrial base of Satya Paul's designs.

Arpan Vohra, a London-trained designer, feels that it is the perfect time to get back to his roots in Punjab. "People here appreciate new designs, labels and experimental garments," he says. Vohra's line is traditional, with playful experimentation, and encompasses structured and draped silhouettes. He says his interaction with potential clients has been very encouraging.

At the other end of the spectrum are designers who specialise in Western wear. Delhi-based Punjabi designers Akhil & Nikhil, with their impressive fashion background, are proud of Punjab's grand splash in the fashion scene. They look forward to gaining a gathering for their deftly crafted line of Western garments, designed "for the young and the ones who are experimental," they say.

Another Delhi-based designer, Charu Parashar, says, "Punjabis are known for their happy disposition, and my line echoes that." Having presented her Spring 2010 collection, with large sprays of sunflower and rose prints, Prashar's range of Western wear and saris are targeted at the young at heart.

Many regional designers also look at the home front as a mature market for fashion. Chandigarhbased Babi Grewal says, "People here are very fashion-conscious and like to wear well-coordinated ensembles." The growing awareness about trends is an aspect that Sonu Gandhi also agrees with. Having showcased her Serpent Collection at the Fashion Week, Gandhi says, "It is a blend of the modern and the traditional that people look forward to."

Anmol with her jewellery

Jewellery is also a perennial favourite of Punjabi women. Anmol, a jewellery designer from Chandigarh says, "They are willing to spend if the product is good. Women have now broken away from the old family-jeweller trend and are looking at new designs."

Though the Chandigarh Fashion Week happened close on the heels of the worldwide economic recession, its business potential was hardly hampered. With this, the stage has been set for Punjab's fashion superstars to walk into the spotlight.

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